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6 Key Metrics That Impact Webinar Performance:Before, During and AfterCOPYRIGHT 2013 WEBATTRACTMike AgronCo-FounderWebina...
COPYRIGHT 2013 WEBATTRACTWhat We’re Going to CoverThe 6 key metrics andtheir benchmarksHow do you know ifyou’re on track?...
COPYRIGHT 2013 WEBATTRACTMetrics Tell a Story
COPYRIGHT 2013 WEBATTRACTEnsuring Predictable OutcomesWebinarObjectivesAudienceValueDefineSuccessFactorsCall ToActionAnal...
CommercialOutcomesValue to Your AudienceHigh Value – High Impact
COPYRIGHT 2013 WEBATTRACTGather Life Cycle IntelligenceBEFORE EVENTGather profile dataDURING WEBINAROnline pollsLive Ques...
COPYRIGHT 2013 WEBATTRACTTime to Get Under the Hood…
COPYRIGHT 2013 WEBATTRACTThe 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Sur...
1. Click Thru Ratio (CTR)Before the WebinarCOPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2013 WEBATTRACTClick Thru Ratio (CTR)What Does It Measure? What Does It Predict?Percent of PeoplePeople who Reg...
OutcomeLow¼ of 1%High½ of 1%Reach Landing Page 750 750Click Thru 16.6% 33%Register 125 250Attendance Ratio 40% 50+/- 100+/...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?CTRBenchmarksWhat it predicts and what you can do to increase...
2. Attendee Ratio (AR)During the WebinarCOPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2013 WEBATTRACTAttendee Ratio (AR)What Does It Measure? What Does It Indicate?Percent of PeopleAttendedRegister...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?AttendeeBenchmarksWhat it indicates>50% Excellent40% Target<3...
3. Online PollsDuring the WebinarCOPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2013 WEBATTRACTOnline PollsWhat Does It Measure? What Does it Indicate – Impact?Real time feedbackLevel of enga...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?On Line PollBenchmarksWhat it indicates>75% Excellent60 – 70%...
COPYRIGHT 2013 WEBATTRACTAnalysis21%9%5%25%40%Im not sure - I would like helpMonitor only the sites I advertiseonNo plan ...
4. Exit SurveyAfter the Webinar – On ExitCOPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2013 WEBATTRACTExit SurveyWhat Does It Measure? What Does It Indicate?How well did you met youraudience’s expec...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?Exit SurveyBenchmarksRanking Scale of 1-5What it indicates3 –...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?Exit SurveyBenchmarksResponseWhat it indicates>35% - 45% Exce...
7%46%38%7%2%5 - Exceeded4 - Above3 - Met2 - Barely Met1 - Did Not MeetCOPYRIGHT 2013 WEBATTRACTAnalysisOn a scale of 1 to...
5. Audience RetentionAfter the WebinarCOPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2013 WEBATTRACTAudience RetentionWhat Does It Measure? What Does It Indicate - Impact?Audience EngagementDid yo...
COPYRIGHT 2013 WEBATTRACTAnalysis173314337 331 329 31227105010015020025030035040011:59 AMPST12:14 PMPST12:29 PMPST12:44 P...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?AudienceRetention at Q/AWhat it indicates>85% Excellent75% - ...
6. On Demand ViewingsAfter the WebinarCOPYRIGHT 2013 WEBATTRACT
COPYRIGHT 2013 WEBATTRACTOn Demand “The Gift That Keeps on Giving”What Does It Measure? What Does It Indicate?Post webina...
COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?On DemandViewingsTargets as a % ofRegistrants>50% Excellent15...
COPYRIGHT 2013 WEBATTRACTAnalysisOn Demand Viewings431 viewings in first 45 daysViewing # - % Total ViewingsRegistered – ...
COPYRIGHT 2013 WEBATTRACTReview Life Cycle IntelligenceBEFORE EVENTGather profile dataDURING WEBINAROnline pollsLive Ques...
COPYRIGHT 2013 WEBATTRACTPut Your Sales and Marketing Hat On:• Step 1: Archive a copy of the recorded webinar• Step 2: Wi...
COPYRIGHT 2013 WEBATTRACTAnalyze all Other Life Cycle Intel34%27%19%16%4%OtherSystemIntegratorGNSSEquipmentManufacturerPr...
COPYRIGHT 2013 WEBATTRACTGather Insights by AttendeesInterests Plans topurchasethis yearWhatwouldyou liketo learn?Scale 1...
COPYRIGHT 2013 WEBATTRACTSegment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing
COPYRIGHT 2013 WEBATTRACTSummary and How to Get Started• Metrics ensure predictable outcomes• Define your objectives and ...
COPYRIGHT 2013 WEBATTRACTTo Continue the ConversationAn End2End Solution for Webinar Demand CreationOn LinkedIn (WebAttra...
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6 Key Metrics that Impact Webinar Performance.

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Anyone can produce a mediocre webinar, being able to produce one that meets or exceeds your commercial outcomes while delighting your audience means you have to use metrics. This presentation covers 6 key critical webinar metrics that introduce the importance and value of capturing and measuring data collected before, during and after the webinar. Following these metrics, not only allows you to optimize your performance across the webinar life cycle, it also provides predictive insights to make corrections to ensure optimal outcomes.

If you'd like to learn more about managing across the webinar life cycle, please download a complimentary copy of our award winning eBook "Webinar Ready - A Step-by-Step Guide to Hosting Successful Webinars"

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6 Key Metrics that Impact Webinar Performance.

  1. 1. 6 Key Metrics That Impact Webinar Performance:Before, During and AfterCOPYRIGHT 2013 WEBATTRACTMike AgronCo-FounderWebinar Demand Gen ExpertWebAttract, LLCmike@webattract.com@WebinarReady
  2. 2. COPYRIGHT 2013 WEBATTRACTWhat We’re Going to CoverThe 6 key metrics andtheir benchmarksHow do you know ifyou’re on track?Converting moreprospects into customersAttractEngageConvert
  3. 3. COPYRIGHT 2013 WEBATTRACTMetrics Tell a Story
  4. 4. COPYRIGHT 2013 WEBATTRACTEnsuring Predictable OutcomesWebinarObjectivesAudienceValueDefineSuccessFactorsCall ToActionAnalyzeLife CycleIntelligence
  5. 5. CommercialOutcomesValue to Your AudienceHigh Value – High Impact
  6. 6. COPYRIGHT 2013 WEBATTRACTGather Life Cycle IntelligenceBEFORE EVENTGather profile dataDURING WEBINAROnline pollsLive QuestionsAFTER EVENTSurveysOn-Demand ViewsSocial MediaLead Nurturing
  7. 7. COPYRIGHT 2013 WEBATTRACTTime to Get Under the Hood…
  8. 8. COPYRIGHT 2013 WEBATTRACTThe 6 Key Webinar Metrics• Click Thru Ratio or CTR• Attendee Ratio or AR• Online Polls• Exit Surveys• Audience Retention• On Demand Viewings
  9. 9. 1. Click Thru Ratio (CTR)Before the WebinarCOPYRIGHT 2013 WEBATTRACT
  10. 10. COPYRIGHT 2013 WEBATTRACTClick Thru Ratio (CTR)What Does It Measure? What Does It Predict?Percent of PeoplePeople who RegisterClick to Registration PageRegistration - AttendanceRegistration landing pageMessage and value prop
  11. 11. OutcomeLow¼ of 1%High½ of 1%Reach Landing Page 750 750Click Thru 16.6% 33%Register 125 250Attendance Ratio 40% 50+/- 100+/-A Targeted Demographic of 50K ContactsShould Yield Registrants = ¼ to ½ of 1%
  12. 12. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?CTRBenchmarksWhat it predicts and what you can do to increase registration34% - 50% Excellent - Indicates your message is connecting23% - 33% Target - Invitation message is specific to audiences interests<23% You should be concerned, as something is not connecting with your audience1. Are you targeting the right demographic?2. Is your topic a “must have” or “nice to have” or is it a covert sales pitch?3. Are you asking too many landing page questions that are invasive?4. Check for SPAM trigger words in email subject line, e.g. Won’t vs. Will Not5. Does each touch or Drip have a fresh subject swap?
  13. 13. 2. Attendee Ratio (AR)During the WebinarCOPYRIGHT 2013 WEBATTRACT
  14. 14. COPYRIGHT 2013 WEBATTRACTAttendee Ratio (AR)What Does It Measure? What Does It Indicate?Percent of PeopleAttendedRegisteredInterest in your topicDemographic valuePost webinar follow up
  15. 15. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?AttendeeBenchmarksWhat it indicates>50% Excellent40% Target<30% Under Perform
  16. 16. 3. Online PollsDuring the WebinarCOPYRIGHT 2013 WEBATTRACT
  17. 17. COPYRIGHT 2013 WEBATTRACTOnline PollsWhat Does It Measure? What Does it Indicate – Impact?Real time feedbackLevel of engagementAudience perspectiveMessage shaping
  18. 18. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?On Line PollBenchmarksWhat it indicates>75% Excellent60 – 70% Target<50% Under Perform
  19. 19. COPYRIGHT 2013 WEBATTRACTAnalysis21%9%5%25%40%Im not sure - I would like helpMonitor only the sites I advertiseonNo plan to monitorReputation monitoring manuallyReputation monitoring with atoolHow will you monitor your online reputation going forward?Response Rate = 66%
  20. 20. 4. Exit SurveyAfter the Webinar – On ExitCOPYRIGHT 2013 WEBATTRACT
  21. 21. COPYRIGHT 2013 WEBATTRACTExit SurveyWhat Does It Measure? What Does It Indicate?How well did you met youraudience’s expectations?Your brand and thought leadershipIdeas for future topicsLessons learned for next webinar
  22. 22. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?Exit SurveyBenchmarksRanking Scale of 1-5What it indicates3 – 5 >90 % Excellent3 – 5 80% - 90% Target3 – 5 <80% Under Perform
  23. 23. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?Exit SurveyBenchmarksResponseWhat it indicates>35% - 45% Excellent25%-35% Target<25% Under Perform
  24. 24. 7%46%38%7%2%5 - Exceeded4 - Above3 - Met2 - Barely Met1 - Did Not MeetCOPYRIGHT 2013 WEBATTRACTAnalysisOn a scale of 1 to 5 - How did today’s webinar meet your expectations?Response Rate = 42% with 98% Positive Ratings
  25. 25. 5. Audience RetentionAfter the WebinarCOPYRIGHT 2013 WEBATTRACT
  26. 26. COPYRIGHT 2013 WEBATTRACTAudience RetentionWhat Does It Measure? What Does It Indicate - Impact?Audience EngagementDid you deliver what you promised?Audio or technical challenges?Your brand and thought leadershipPost webinar follow up opportunities
  27. 27. COPYRIGHT 2013 WEBATTRACTAnalysis173314337 331 329 31227105010015020025030035040011:59 AMPST12:14 PMPST12:29 PMPST12:44 PMPST12:59 PMPST01:14 PMPST01:29 PMPSTAttendee Counts Throughout WebinarPeak Attendance = 378GoLive!MidPointQ&AAdjournAudience Retention at Q&A = 87%80%
  28. 28. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?AudienceRetention at Q/AWhat it indicates>85% Excellent75% - 85% Target<75% Under Perform
  29. 29. 6. On Demand ViewingsAfter the WebinarCOPYRIGHT 2013 WEBATTRACT
  30. 30. COPYRIGHT 2013 WEBATTRACTOn Demand “The Gift That Keeps on Giving”What Does It Measure? What Does It Indicate?Post webinar interestFresh new sales leadsAttended but watched againRegistered but did not attend“Must Have” Content
  31. 31. COPYRIGHT 2013 WEBATTRACTHow do you Know if you’re on Track?On DemandViewingsTargets as a % ofRegistrants>50% Excellent15% - 30% Target<15% Under Perform
  32. 32. COPYRIGHT 2013 WEBATTRACTAnalysisOn Demand Viewings431 viewings in first 45 daysViewing # - % Total ViewingsRegistered – Did Not Attend 90 viewings - 12%Attended – Repeat Viewing 59 viewings - 8%Fresh New Leads - Viral 617 viewings – 80%Total On Demand Viewings 774 viewings – 100%
  33. 33. COPYRIGHT 2013 WEBATTRACTReview Life Cycle IntelligenceBEFORE EVENTGather profile dataDURING WEBINAROnline pollsLive QuestionsAFTER EVENTSurveysOn-Demand ViewsSocial MediaLead Nurturing
  34. 34. COPYRIGHT 2013 WEBATTRACTPut Your Sales and Marketing Hat On:• Step 1: Archive a copy of the recorded webinar• Step 2: Within 24-48 hours, send follow-up thank youemails and include valuable content and information• Step 3: Do final Registration, Attendance andPerformance analyticsMaximize the Opportunity with Post WebinarFollow-up to Start a Warm Conversation
  35. 35. COPYRIGHT 2013 WEBATTRACTAnalyze all Other Life Cycle Intel34%27%19%16%4%OtherSystemIntegratorGNSSEquipmentManufacturerProduct/Application DesignerMobile DeviceManufacturer61%18%11%10%MEMS IMUOtherRing laser gyro(RLG)Fiber-optic gyro(FOG)Industries RepresentedWhat kind of inertial technologyare you most interested in?
  36. 36. COPYRIGHT 2013 WEBATTRACTGather Insights by AttendeesInterests Plans topurchasethis yearWhatwouldyou liketo learn?Scale 1-55 beinghighestWhatcould wehavedonebetter?What didyou like themost?Whatotherwebinartopicswould beofinterest?Poll #1 Poll #2 Questionasked byattendeeMEMSIMUNot sureresearchingGeneralInfo5 MoretechnicalcontentThe Ask theExpertsPanelCaseStudies onhardwarespecificapplsIntegrationKallmanFilterDefinemodelsfor theinertialsensorerrorsWhendiscussingmulti-Sensorfusion, arethere ….MEMSIMUYes Practicalapp ofMEMSIMU GNSS5 Goodoverviewnot tootechnicalWellorganizedAny GPSsignalrelatedtopicsDefineModelsfor theinertialsensorerrorsIs the INSalways acoresensor?
  37. 37. COPYRIGHT 2013 WEBATTRACTSegment Leads• Bucket #1 – Sales Ready• Bucket #2 – Non-qualifying• Bucket #3 – Nurturing
  38. 38. COPYRIGHT 2013 WEBATTRACTSummary and How to Get Started• Metrics ensure predictable outcomes• Define your objectives and success factors• Have a clear “Call To Action”• Study and mine life cycle intelligence• Follow-up within 24-48 hours post webinar• Build an ongoing webinar database to createyour own benchmarks and lessons learned
  39. 39. COPYRIGHT 2013 WEBATTRACTTo Continue the ConversationAn End2End Solution for Webinar Demand CreationOn LinkedIn (WebAttract Thought Leadership Webinars and Webcasts)www.webattract.commike@webattract.com+916.804.4703@WebinarReadyThe WebAttract ChannelBest Practice Videos Complimentary eBookWebinarReady™A Step-by-Step Guide toHosting Successful Webinars

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